Pricing Strategy for a Global Online Language Learning Platform

By developing a data-driven pricing strategy, Lingoda was able to identify monetization potential and create a roadmap for global price optimization.

EdTech

Pricing Strategy, Pricing Opportunity Check, International Market Research

Challenge

Lingoda is a global online language learning platform offering live classes with native-speaking teachers. In 2024, the company began implementing its plans to optimize its pricing strategy worldwide, establishing a structured, scalable, and competitive pricing model.

Within this context, the goal of the project was to identify the most relevant revenue levers while simultaneously improving the user experience through quick wins.

Solution

Through detailed data analysis, internal and external interviews, and a global benchmarking of relevant competitors across the ten leading markets, we initially identified 15 potential pricing opportunities.

These opportunities were then prioritized based on revenue potential and feasibility. Five of them were validated through an international market research study. Based on the results, we developed a clear implementation plan, including business cases.

Impact

Out of the 15 identified pricing opportunities, five were prioritized for validation, three of which were confirmed through the market research study. The prioritized initiatives were subsequently implemented in line with the jointly developed pricing roadmap.

As a result, Lingoda now has a well-founded pricing strategy that sustainably supports growth, competitive advantage, and profitability.

Short facts

  • Client: Lingoda (leading online language school in Europe)

  • Industry: EdTech/E-Learning (B2C & B2B)

  • Challenge: Optimizing the pricing structure and maximizing customer lifetime value (CLV) in a highly competitive global market.

  • Our role: Strategic sparring partner for pricing models and statistical analysis of willingness to pay.

  • Impact: A validated pricing model that aligns growth with profitability.

Say hy!
“Working closely with hy helped us validate new pricing model options in the market, set clear priorities, and realign our pricing strategy on a global scale.”
Dominic Rowell
CEO Lingoda
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With hy’s “Pricing Friends,” I have found the ideal sparring partners for pricing and sales topics.
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